Personal essay analyze the psychological characteristics of japanese tourists huỳnh thị minh thư 62 qtks(clc) (1)

NHA TRANG UNIVERSITY

FACULTY OF TOURISM

----   ----

PERSONAL ESSAY

Customer psychology &

Communication in tourism

Tittle: Analyze the psychological characteristics
of Japanese tourists

Lecturer: Tran Thi Thanh Tra
Student: Huynh Thi Minh Thu
Class: 62.QTKS (POHE)
Student ID: 62132075

Nha Trang City, 2022

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TABLE OF CONTENTS

1. BACKGROUND:.......................................................................................................3
2. CONTENTS:..............................................................................................................3

2.1. Characteristics of Japanese tourists:.....................................................................3
2.1.1. Age and Gender:..............................................................................................3

2.1.2. Travel expenses:...............................................................................................3
2.1.3. Travel time:......................................................................................................4
2.1.4. Destinations:.....................................................................................................4
2.1.5. Outstanding character of the Japanese:.........................................................4

2.2. Psychological Characteristics of Japanese tourists:.............................................5
2.2.1. Age and Gender:..............................................................................................5
2.2.2. Trends:..............................................................................................................5
2.2.3. Demands:..........................................................................................................6
2.2.4. Interests:...........................................................................................................8
2.2.5. Culture:...........................................................................................................10
2.2.6. Japanese taboos:.............................................................................................14

2.3. How to communicate with Japanese tourists:....................................................14
2.4. Tourism development solutions:..........................................................................15
3. CONCLUSION:.......................................................................................................17
4. REFERENCES:.......................................................................................................17

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1. BACKGROUND:
In recent years, the number of international tourists to Vietnam has increased

rapidly. The Japanese market, along with the Chinese, Russian, American, British and
Korean markets are international markets to Vietnam. In which, the Japanese market is a
potential and promising market for our country in the future. Japan is the third largest
economy in the world, after the US and China. Japan's GDP is 5.065 trillion USD and per
capita GDP is 40,113 USD per person in 2019. This is also one of the countries with a
large population of about 126.23 million (in 2021). The population in Japan ranks 11th in
the world and is also the 2nd most populous island nation. Japanese tourists are a market

with high solvency, the number of foreign tourists is large, over 15 million visitors per
year. For Vietnam tourism, Japan is in the top 5 leading source markets sending tourists to
Vietnam. In the opposite direction, Japan is also a favorite destination of Vietnamese
tourists. In 2012, for example in 2012, there were nearly 600,000 Japanese tourists to
Vietnam.

This situation requires us, businessmen, hotel administrators, and tourism staff in the
future to study and understand the psychology of Japanese tourists to come up with
reasonable strategies to better exploit the Japanese tourist market and attract more and
more Japanese tourists to Vietnam. From there, contributing to strengthening international
relations between Vietnam and Japan, consolidating peace, promoting cultural exchanges
between countries, and contributing to bringing Vietnam's tourism to the world.

2. CONTENTS:

2.1. Characteristics of Japanese tourists:
Traveling abroad is not only a hobby of Japanese people, but also a trend of Japanese
people and a "principle" of the whole of Japan.

2.1.1. Age and Gender:
 Experts on Japanese tourism in Vietnam said that Japanese tourists to Vietnam are usually

women, the average age is from 40 to 70 years old. Most visitors are from Tokyo, and a
few smaller groups are from Osaka and Nagoya. At a young age, Japanese people travel
less.
 Japanese people start traveling abroad from the age of 20 onwards. On average, each
Japanese person from 30 to 40 years old now, on average, travels about 30 to 50
countries, which is very common.
 Older Japanese tourists (both male and female), with money and time to spend on travel,
are the most important segment for Vietnam tourism.

2.1.2. Travel expenses:
 Japanese tourists have the highest affordability in the world. According to JNTO, on

average, Japanese tourists spend over 2,900 USD for a trip abroad (1.5 times more than

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European-American tourists, 2 times more than Thai and Korean tourists, 8 times more
than Chinese tourists).
 Japanese tourists spend an average of ¥50,000 to ¥200,000 when traveling in Vietnam
(460 to 1,850 USD). This cost includes airfare, transportation, accommodation, meals and
tour expenses. This shows that Japanese tourists to Vietnam are quite diverse, including
both high-class and ordinary guests.

2.1.3. Travel time:
 Japanese tourists are always looking for convenience. They choose short trips,

destinations with short flight times and many nonstop flights. The 7-day tour program is
often chosen by Japanese tourists.
 In a year, Japanese people usually travel 3 times, this also depends on the regulations in
the labor regime of the Japanese state. They often require high accuracy about the planned
time in the tour.
 In Japan, an average trip abroad will last from 4 to 7 days. Japanese people usually stay
in Vietnam for 3 to 5 days when traveling.
 In general, Japanese people travel all year round. However, Japanese people travel the
most at certain times of the year such as New Year's Eve, Spring Vacation (from February
25 to March 10), Golden Week (late April-early May), Japan's Obon Festival in August,
and the period from October to the end of the year. August and March are the times when
most Japanese people travel. April to July is the lowest time.

2.1.4. Destinations:
 Since Japanese people only go on short vacations, they are motivated to choose novel
destinations where they can explore a variety of experiences and tourist attractions. They
love having the opportunity to experience both vibrant cities and beautiful natural
landscapes during their trip.
 Japanese tourists do not visit many countries on the same trip, but often visit Southeast
Asian countries on many different trips. In Southeast Asia, Thailand is the most popular
destination for Japanese tourists, but they also like to travel to Vietnam, Singapore,
Malaysia and the Philippines. Besides, the most popular international destinations with
Japanese tourists are the US, Korea, Taiwan,...

2.1.5. Outstanding character of the Japanese:
 The Japanese respect rank and status. They attach great importance to respect and order.

They are very polite and respectful of others. For example, Japanese tourists rarely
express their dissatisfaction directly. If the quality of the tours is questionable, they
usually send a letter by post, mail or through an agent.
 The Japanese are very intelligent, industrious, wise, with a high sense of responsibility
and community.
 The Japanese live very disciplined and conscious at work, eager to learn and always seek
to improve. They are very frugal and hard working.

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 The Japanese always have national pride, always respect the country's traditions and
people.

 The Japanese are very fond of nature, have high aesthetic demands for tourism products
and services. They pay great attention to preserving the traditional national cultural
identity.

2.2. Psychological Characteristics of Japanese tourists:

2.2.1. Age and Gender:
a) Student and Backpackers tourist group: They often travel in groups and the tourism
funding is provided by the State, their consumption is not high. Their needs are relatively
simple, often attach importance to the economy of the service provided, prefer European
food, fast food and local dishes, often interested in learning about culture. This group
often travel combines study and research, business with tourism. They are very interested
in the price factor, but they are a group of capable customers with the ability to quickly
and strongly spread information about tourist destinations.
b) Young women tourist group (20 – 30 years old): Women at this age are unmarried,
have a stable job and income. This group of tourists is very discerning in consumption but
also very interested in the economy of services, their interests are shopping, fashion,
jewelry, and local souvenirs.
c) Family tourist group: They are often interested in children's separate menus, prefer to
stay in large rooms, hotels with private swimming pools and babysitting services. In
addition, they also prefer activities of rest, relaxation, entertainment, sports.
d) Elderly tourist group: They often travel on a salary fund after retirement. This group
of tourists has a fairly high consumption level, they like to relax and rest, they are very
interested in learning the history, culture and nature of the tourist destination. Both
spiritual tourism, healing and health care are also popular with them. In addition, this
tourists also spends a lot on shopping and gifts.
e) Business tourist group: This customer always lacks time to travel and often travels for
the purpose of combining work, less time to visit but very high consumption. Although
there is little time to visit, the consumption level is very high. They like to play golf and
they are also interested in learning about the nightlife in tourist destinations.

2.2.2. Trends:
a) The trend of preferring to travel to experience the life of indigenous people:

 Today's tourism trend of the Japanese is more inclined to explore daily life than cultural
preservation sites. Souvenir shops, professional food shops for tourists, various tourist
attractions…that were once indispensable destinations in a previous tourist program are
gradually being ignored. Tourists want to come and immerse themselves in the daily life
of the locals. They like to shop for ordinary things in ordinary shops, they choose to eat at
restaurants and eat normally like locals.

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 In the past, Japanese tourist are delighted to eat Vietnamese country dishes such as banh
cuon (Vietnamese steamed rice rolls), bun oc (Vietnamese Snail Noodle Soup) … Banh
cuon was made by girls wearing wooden clogs, wearing black skirts or dark pants, a
brown shirt with a simple conical hat, sitting next to the traditional Vietnamese “don
ganh” yoke, it is arranged at appropriate positions in hotels, or in food streets, in
restaurants. But today's Japanese customers think that it is "fake". They want to go to the
suburbs, to the countryside to receive a bowl of crab noodle soup from a real country girl,
enjoy a piece of banh duc (Steamed rice cake) with the farmer in a small shop at the
corner of the market. Visitors want to have the same experience as the locals.

 In the travel programs of Japanese visitors to Korea, the programs to visit the scenic spots
are less attractive than the programs to experience daily life. Another example is in the
programs to visit Siem Reap, Angkor Wat-The World Heritage site is a destination for
visitors from all countries. Japanese tourists often stay longer, from 2-3 days. They go to
see small relics, visit places that are rarely mentioned such as Ta Som ruins, jaggery
factory in Phumni Khna...These landmarks are also of interest to them as well as the
famous monuments at Angkor Wat.
b) The trend of self-sufficient travel:

 Independent travel is a fast-growing trend in Japan, as fewer and fewer people choose to
travel by tour. More than half of all trips abroad are self-guided, as Japanese prefer

flexible schedules and travel in smaller groups. Travelers following this trend frequently
use social media to find trip inspiration. While social media is often used for trip
inspiration, more independent travelers have booked trips directly through social media in
recent years. Typical examples are LINE, Instagram, Facebook, Twitter…

 When traveling independently, Japanese tourists follow the advice of experts when
choosing accommodation and places to eat. A survey conducted in 2018 by Expedia
showed that Japanese tourists often book hotels belonging to large corporations, rather
than other options such as resorts, homestays and cruise ships.

 Tourism development agencies in the most popular destinations for Japanese people have
websites with Japanese content. Direct competitors to Vietnamese tourism in the region
also offer Japanese-specific content on their official websites. Moreover, the content on
these websites is also designed according to the needs and tastes of the Japanese market.
However, Vietnam, Cambodia, Myanmar and Laos have not yet done this.

2.2.3. Demands:
a) Prefer to travel in groups:
 The Japanese have an easy mentality to travel in groups because they want to be easier to
organize and more cost-effective. In addition, the lack of confidence in communication,
language difficulties, a feeling of being overwhelmed when abroad, a general feeling of
insecurity when traveling are the reasons why Japanese people are more comfortable
when traveling in groups.

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b) Particular concern about the safety and security of the destination:
 Experts agree that safety and security are key requirements for Japanese tourists. Because

the Japanese have always lived in a very safe living environment in all respects and they

have always had a habit of comparing similar values in destinations. Therefore, with
conservative views, it is difficult for them to accept the choice of destinations where
security and safety conditions are low.
 When traveling, they want to learn new things, but within a safe range. Therefore,
Japanese travel agencies often design high-quality foreign tours and have Japanese-
speaking guides to help customers reduce anxiety during the trip. Most Japanese tourists
do not like beach sports or adventure travel because of safety concerns.
 The Japanese are especially worried about natural disasters, disease, and terrorism. This
could be an opportunity for Vietnam to become an alternative destination for Indonesia
because Vietnam does not have many natural disasters. To ensure a safe and enjoyable
experience during the trip, Japanese tourists always follow very detailed content (with
pictures and specific instructions) from magazines, guidebooks and travel websites.
c) Attach importance to quality:
 Japanese tourists attach great importance to quality, quality occupies the top position in
the minds of Japanese people. For tourism products, Japanese customers have high
requirements for products. Products must have all 4 factors: Safety, hygiene, shopping,
year-round travel.
 Japanese tourists believe that "Customer is God", the payer always has a higher position
than the receiver. So they are often difficult, demanding, complaining and always
demanding service with the highest quality. The Japanese have a convenient, comfortable
life, are used to using many modern products and advanced technology, so when traveling
abroad, they often do not easily adapt to the poor conditions at the tourist destination.
d) Cleanliness and hygiene:
 At restaurants, accommodation facilities and public hygiene, Japanese tourists are always
interested in hygiene and cleanliness of napkins, towels, food, utensils. food, bed sheet,
bathroom, toilet…
e) Comfortable accommodation with attentive services:
 Japanese tourists have high requirements and expectations about accommodation and
food services when traveling, everything must comply with international standards. This
also stems from the fact that they are always wish to experience accommodation facilities

with quality and service that must always be similar to accommodation establishments in
Japan-where amenities and services are always provided to visitors in the best and most
thoughtful way.
 For Japanese tourists, the accommodation facilities where they stay during the journey
may not be top-notch, but must be clean and in harmony with the natural environment as
well as near commercial centers and shopping centers. The Japanese prefer to stay at

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high-quality hotels and resorts that offer private beach services, swimming pools,
morning yoga or tai chi classes.
 Accommodations (and tourist destinations in general) with polite, friendly staff and able
to speak Japanese, are always preferred by Japanese tourists because most Japanese
tourists do speak English. The Japanese respect trust and sincerity, so guides with good
Japanese proficiency, friendly and kind will be recommended by Japanese tourists to their
friends who may come to visit again in the future.
f) Convenient transportation system:
 Japanese tourists are often afraid to go to tourist destinations if they have to transit many
times unless there is no other choice. With the possibility that it is not easy to "enter the
custom", Japanese tourists often tend to want to use public transport with the same time
accuracy and convenience as in Japan. And also because of the principle of punctuality,
the Japanese are really impatient and completely dissatisfied if they have to wait for the
wrong means of transport.

2.2.4. Interests:
a) Like unspoiled natural scenery:
 Japanese tourists like to go to lands with majestic natural landscapes that Japan does not
have, so Japanese people give priority to trips to European countries (Italy, Switzerland,
France...), followed by Australia, other countries. South America…, places of unspoiled
natural beauty.

b) Like to enjoy historical and cultural tourist attractions:
 Japanese tourists like places with a rich history and cultural traditions or places that store
historical and cultural vestiges such as museums, souvenir houses, traditional houses, etc.
The Japanese are very interested in Egypt, China... They like to go to history and fine art
museums, so Europe - the area with many museums famous - always get their attention.
 In the process of sightseeing, Japanese tourists often compare the similarities and
differences in the history and culture of Japan as well as the history and culture of
destinations.
c) Like special culinary tourist destinations:
 Although considered as diners who are very careful about food hygiene and safety,
Japanese tourists are also quite curious and very interested in enjoying special and
different culinary flavors in different places. travel destinations. More than that, they also
very interested in learning and learning about the origin, processing methods and hidden
values behind the appearance of the cuisine in the destination.
 Japanese tourists love to eat Japanese food at tourist destinations (one of the popular
dishes is Soy sauce). If on the menus of restaurants in tourist destinations has Japanese
dishes, it is an advantage to exploit Japanese tourists.
 In this respect, Vietnam is an ideal place for Japanese tourists because there are many
delicious dishes. Japanese tourists love Vietnamese food, because it is not as greasy as

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Chinese dishes and has a lot of green vegetables that are very good for health, the spicy
Thai or Indonesian dishes do not suit their taste.
 In particular, Japanese people like Vietnam Fried Spring Rolls,Vietnamese crepe, Hanoi
Pho,…Regarding drinks, the Japanese are very connoisseurs of beer and wine, French
Wine, like to drink Sake which is bottled 250ml.
d) Like to enjoy a warm and hospitable welcome:
 Japanese tourists like countries where the indigenous people are hospitable and
affectionate. For example, in Mongolia, although there is nothing special for the Japanese

and the food is normal, but because the Mongols are very welcoming and hospitable, a lot
of Japanese people have come here. On the contrary, they do not want to go to places
where there is discrimination between men, women, religion, race.
e) Like values of traditional arts and crafts:
 Japanese tourists love to enjoy the traditional arts wherever they go. For example, when
they come to Hanoi, they often spend time watching water puppet shows. It is
unimaginable that tourists spend hours participating in folk games (human chess, basket
boat racing, pot breaking, Boi singing, puppet show). During the Christmas season, many
Japanese tourists flock to the US just to see the giant pine trees decorated with art in the
festive atmosphere. Japanese tourists are especially interested in being able to enjoy, feel
and own (if possible) the values of art, handicrafts.
f) Like to shop:
 Japanese tourists are the largest shopping market in the world and those who travel for the
purpose of shopping still make up the majority due to the large difference in prices
between Japan and other countries. Japanese tourists have 2 to 5 times more common
shopping habits than ordinary tourists. Shopping is a hobby of Japanese women -
especially young people - most of their purpose when coming to Vietnam is shopping and
shopping and also because they are the ones responsible for managing the family budget.
 Japanese tourists often choose to buy items that are easy to evoke the emotions of the trip
or souvenirs that are rare and have not been imported into Japan. They often have an
unfriendly view of low-quality items and they especially dislike the items sold by street
vendors.
 In addition, Japanese tourists prefer fixed-price items over bargain-priced items. Japanese
consumers are willing to pay to buy branded goods with famous brands with high quality
and reliability, for example with high fashion goods such as bags, sports shoes,
cosmetics...
g) Like handicrafts and typical products of the nation:
 Japanese tourists (especially women) like to buy traditional crafts as gifts for relatives and
friends with the meaning of announcing that they have been there. Mainly still hand-
embroidered goods, beaded bags... the price is much cheaper than in Japan. Traditional

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goods with rich designs, unique features, affordable prices and funny shapes will
stimulate Japanese people to buy a lot.
 In addition, Japanese women like Vietnamese Ao Dai very much, they think it is very
beautiful, easy to wear and suitable for parties. They also like to ride a cyclo and rent Ao
Dai to take pictures. The gifts that Japanese tourists like to buy are handicrafts such as
pottery, silk, lacquerware, coffee, chocolate and tea (especially lotus tea or tea flavors not
available in Japan).
h) Like social charity activities:
 Japanese tourists like to go to places with volunteer activities. In addition, when they go
abroad voluntarily, they have the opportunity to explore and learn the unique features of
many different countries. At tourist destinations, Japanese tourists often want to
participate in volunteer activities such as doing propaganda, popularization of Japanese
culture, street cleaning, tree planting, propaganda to prevent diseases, epidemics.
2.2.5. Culture:
a) Japanese Communication Culture:
 Japanese bowing culture (Ojigi):
 Ojigi is an important part of Japanese culture. This is the Japanese way to show respect
for each other, or to say hello, thank you, apologize, and when you need help.
 Until now, the Japanese still keep the custom of bowing at waist level. The lower your
head is, the more respect, gratitude, or dignity you can show. If sitting on the floor and
bowing, put your hands on the floor and bow your head, forehead almost touching the
ground. And there are five ways of bowing in Japanese communication culture.
 In addition, Japanese people rarely address themselves by intimate names. Their
communication topics are usually about history, culture, art, avoiding world war topics or
fierce debates.
 Eye contact culture:
 In Japanese communication culture, when talking, looking directly at the interlocutor is

considered a rude and immoral.
 Japanese people often avoid looking directly at the interlocutor. They often look at an
intermediate object such as a tie, a book, jewelry, a flowerpot, etc., or lower their head
and look to the side.
 Silence in communication:
 The Japanese use silence as a way to communicate and they believe that speaking less is
better than talking too much.
 Sometimes silence is also a way of not wanting to offend others.
 The Japanese care more about actions than words.
 Gift giving culture of the Japanese:

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 In Japan, gift giving is an art, showing friendship, respect and admiration. The ritual of
giving gifts, gifts, their number, decoration... are all very noted by the Japanese when
giving each other.

 Besides the use value of gifts, Japanese gifts are also highly symbolic, such as: Red bean
sticky rice gifts symbolizing luck and goodness; or give each other chopsticks, because in
their perception, chopsticks always have a pair, meaning that they will "grab" good things
in life such as getting a good opportunity, taking a job. good career, get a good lover…

 However, there are some gifts the Japanese will not choose. For example, do not give
chrysanthemum-shaped gifts (because this is a symbol of the royal family); sharp objects
(represent separation); glass and crockery objects (fragile and implicitly represent
brokenness); items in the shape of a fox (a crafty, deceitful animal)…

 Culture of thanks and apologies:
 In Japan the word "Thank you" is used with the highest frequency of all polite

expressions. There are 7 different ways commonly used by Japanese when it comes to
saying "thank you" such as: Arigatou, Doumo, Doumo arigatou gozaimasu…
 The Japanese have at least 20 different ways of saying sorry, showing courtesy, respect
and honesty to others even though sometimes they've done nothing wrong. Putting hand
on the forehead is also a Japanese apology.
b) Japanese Behavior Culture:
 Punctuality culture of the Japanese:
 Punctuality is a very important life principle of the Japanese. The Japanese are very
respectful and observant of time.
 Every second and every minute to the Japanese is as precious as gold, because every hour,
every minute can make a profit. So in tourist activities, Japanese people feel unsatisfied
when they have to wait.
 On time anytime, anywhere: The Japanese concept of punctuality is that you must be
there 5 to 15 minutes before the scheduled time. This is how the Japanese build trust in
Japan.
 Japanese "clean" culture:
 Japanese tourists never arbitrarily throw trash anywhere, after using they will always
clean it up so as not to disturb and affect other people.
 Japanese people tend to be afraid of judgment from the surroundings. They live by
collectivism, instead of individuals. As a result, people often act in the best interests of the
group (community, city, or country). Because of this mentality, the people here are very
clean, tidy and avoid affecting public places as much as possible. For example, they take
home trash, smoke only in designated places or wear masks when they have the flu to
prevent the virus from spreading.

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 The Japanese always attach great importance to cleanliness in daily life as well as when
traveling. Therefore, Japanese tourists are very careful in hygiene and eating issues. And
that's why Japan is a country with the highest food safety standards in the world.

c) Japanese Eating Culture:

 Dining table and seating:
 Japanese people often eat at low tables and sit on cushions on tatami mats, rather than

Western-style high chairs and tables.
 Japanese people need to take off their shoes and sandals before stepping on the mat, to

avoid stepping on other people's cushions.
 The image of Japanese guests sitting upright on the floor is very common. For traditional

events and activities of a formal nature such as Tea ceremony, Ikebana flower
arrangement, calligraphy... Japanese people still apply kneeling (Seiza sitting style) to
show respect.
 Way of eating:
 The restaurant always serves wet wipes for diners to wipe their hands before eating. After
ordering, Japanese people usually wait until all the food has been placed on the table to
eat. They will start with "itadakimasu" which means “Thanks for the meal” or “Have a
nice meal” before eating, accompanied by a respectful gesture of clasping hands. This is
considered Japanese courtesy.
 The Japanese do not leave any leftovers when eating because they believe that they have
to eat all the food that has been served. Blowing their nose, making noises (except with
noodles) are considered impolite.
 The Japanese eat with their eyes, so for them the display of the dishes is very important.
Japanese food is usually made into bite-sized pieces. Meals are also usually small and just
enough for people not to leave behind.
 After eating, the Japanese often put the bowls and chopsticks back in the original order as
when the food was served, cover the bowls and put the chopsticks on the hashioki or
wrapping paper. The Japanese end a meal with the phrase "gochisosama deshita" which
means “Thank you for giving me the meal". This shows their respect not only to the chef

but also to the ingredients that make the dish.
 Chopstick culture:
 The Japanese cherish the chopsticks themselves. They always use both hands when
receiving chopsticks from others or when they first pick up chopsticks to start a meal.
 During meals, when chopsticks are not in use, they will gently place their chopsticks on
the hashioki.
 It is taboo not to play with chopsticks or point at anyone while eating. Just like placing
chopsticks upright in a bowl, this is believed to bring bad luck. In particular, using
chopsticks as a fork or poking food, sucking on the tip of the chopsticks, using chopsticks

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instead of toothpicks, or tapping bowls with chopsticks are considered bad habits and
extremely rude.
 Some Japanese eating rules:
1) Never use their hands to collect food: It is considered impolite in Japan.
2) Avoid using their teeth to bite into two pieces of food: Japanese dishes are often divided
into many mouth-watering portions. It is considered impolite to put half-eaten food in the
bowl.
3) Do not turn the bowl lid upside down: This will make others think they have finished
eating. That's why they often turn upside down like when the bowl is freshly served.
4) Do not hold chopsticks before holding the bowl: The Japanese hold the bowl or plate first,
then they hold the chopsticks.
5) Don't touch food with chopsticks if you don't pick it up: This will be considered rude.
6) Do not raise food above the mouth: This will be considered impolite…
d) Japanese Bath Culture:
 Japan is a nation that loves to bathe. The most unique is the culture of bathing together.
 For Japanese people, there’s hardly a greater bliss than to slowly soak their bodies in hot
water. When entering the water tank, the Japanese just soak and relax their mind without
any scrubbing movements. All Japanese people sit to bathe. The Japanese way of bathing

is sophisticated but very serious as a closed process for body hygiene.
 When not at their own bathtub at home, people go to large public baths or Japanese
bathhouses – and, as opposed to the Western world, these places are frequented without
any clothes. Simply according to the Japanese concept, wearing underwear when bathing
is unhygienic and does not meet the quality of the natural environment.
e) Japanese culture and beliefs: Japan is a multi-religious country. Mainly the following
three religions: Shinto, Buddhism and Christianity.
 Shinto: Shinto emphasizes and promotes purity and integrity. Shinto has been deeply
imprinted on the lifestyle and thinking of the Japanese people, the psychology of Japanese
tourists is to uphold the spirit of trying, living optimistically, respecting etiquette and
keeping the faith. On important ritual days, they all follow the Shinto calendar. For
example, when the new year comes, almost all Japanese people often go to the temple to
pray to pass their studies if they are about to take exams, to get married if they are in love,
to wish for a favorable birth if they are pregnant, to wish for healthy babies if they give
birth, etc. In addition, Shintoists believe cleanliness is a symbol of purity. So they purify
the kegare (dirt) when performing the rituals.
 Buddhism: Buddhism spread into the culinary field and elevated it to the status of an art
with a very distinctive style. The most typical is the "Tea ceremony" culture, which is
extremely famous and has the color of Zen. To us it is just an ordinary cup of green tea,
but to the Japanese, this tea is very special because it opens up a vast horizon in their

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souls. They believe that through drinking tea and enjoying the tea ceremony, it is possible
to find the spiritual value needed by each person.

2.2.6. Japanese taboos:
 Color: The Japanese people most abstain from green, because they believe that green

often brings bad luck and bad luck. The Japanese don't like purple, they think purple is the

color of mourning, suffering, grief, melancholy, and sorrow.
 Flowers:
 In Vietnam, the lotus is considered the national flower representing the strong spirit,
indomitable will and resilience of the nation. However, the Japanese abstain from the
lotus flower because they think it represents mourning and death.
 When visiting sick people, they abstain from giving camellias, hydrangeas, light yellow
flowers and white flowers. Because camellias often lose their stems when in full bloom,
hydrangeas are too pale in color. Flowers with a deep smell and color often make people
think of bad ideas. Besides, because the flower is a plant that blooms and fades quickly, it
cannot show strength and rise, which can make the patient's morale go down.
 The Japanese do not want to accept gifts and chrysanthemum-shaped things things,
because chrysanthemums are a symbol of the Japanese imperial family.
 Do not take photos of 3 people: Japanese people never take pictures of 3 people. In
Vietnam, it is often said that “take a picture of 3 and kill the person in the middle” as a
warning to this action. The Japanese also believe that the person in the middle is clamped
by two people next to them, which represents restraint and brings bad luck.
 Unlucky numbers: Number 4 (represents death and calamity), number 9 (express
suffering and endure). Japanese people like odd numbers 3, 5, 7.

2.3. How to communicate with Japanese tourists:
 The Japanese greet each other by bowing. Therefore, all hotel staff, especially the

Receptionist, must always bow to guests whenever you meet them.
 The Japanese also value face-to-face communication. Therefore, if the Receptionist wants

to create sympathy for Japanese guests, they should know some basic communication
sentences in Japanese. Japanese people are often poor in English and they are often
embarrassed because of it, so if communicating in their mother tongue is difficult,
preventing them from achieving their goals, they will often be dissatisfied and will leave,
even Probably won't be back next time.

 Hotel staff need to learn how to pronounce Japanese names to call them correctly, and at
the same time need to learn some basic greetings in Japanese so that guests can feel the
closeness and thoughtfulness of the hotel.
 Hotel staff need to constantly learn and understand about both the culture and the
language of Japan. Few Japanese people speak English fluently. The Japanese believe that
hidden behind language is culture, and they require guides not only use the language
fluently but also understand the culture and style Japanese life.

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2.4. Tourism development solutions:
a) For the Hotel Lobby Area:
 Absolutely do not arrange rooms for guests or floors with numbers 4 and 9, especially 42
and 49 for Japanese guests because in Japanese, the reading of these numbers is
homophonous with the word "death".
 Do not arrange accommodation for Japanese guests on the rooftop or on the first and
second floors of the hotel. Because according to them, those are unsafe places.
 Room arrangement for group guests should note the rank rank to arrange the appropriate
room. Because the Japanese attach great importance to hierarchy. An employee is never in
a room that is nicer and larger than the boss's room. If they discover that their room is
more beautiful than their boss's, the Japanese will feel uncomfortable and automatically
change the room for their boss. The boss finds that uncomfortable because it makes it
difficult for employees. In the end, due to lack of understanding, the hotel will have to
bear all the complaints.
 Although knowing for sure that the guests staying in Japan are husband and wife, the
Receptionist should also ask what type of room the guest wants to book, if they need a
room with 2 beds. Absolutely do not arbitrarily arrange a double bed for Japanese guests
because many Japanese couples, especially elderly couples, have a habit of sleeping in
separate beds.
 When arranging a room for Japanese guests, it is imperative to have a bathtub in the room

because Japanese tourists like to bathe in a tub.
 Absolutely ensure the safety of their personal luggage at the lobby area when checking-in
and checking-out at the hotel. The Japanese may be used to a safe lifestyle in their own
country, so they are sometimes quite subjective in taking care of their personal luggage.
Please keep an eye on them or remind them to keep their property carefully, to avoid theft
or loss that negatively affects the hotel's brand.
 In case Japanese guests complain about the quality of service at the hotel, immediately
apologize to them and invite senior management to solve the problem if the fault belongs
to the hotel. The Japanese want this because they see it as a sign of sincere apology.
 The hotel can print leaflets / brochures introducing services at the hotel, outstanding
activities inside and outside the hotel, rules of staying at the hotel, tourist map... in
Japanese specifically and details to better support Japanese guests during their stay at the
hotel.
 The hotel can introduce new destinations in detail such as the Central Heritage Road and
Ha Long Bay; sea tourism in Phu Quoc and Da Nang, Quang Nam (in combination with
heritage tourism); long-term resort tourism (Khanh Hoa, Binh Thuan); travel shopping,
food (Hanoi, Ho Chi Minh City)…
 Hotels can find out the satisfaction level of Japanese tourists in many ways to avoid
problems later, simply through questionnaires.

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 Especially during the Covid-19 epidemic, the hotel needs to put a high emphasis on
disease prevention measures, cleanliness, insurance and other benefits, and the health
system.
b) For the Hotel Food and Beverage Service:

 Japanese guests like to eat in a private and quiet space. Therefore, restaurant staff should
note the appropriate seating arrangement for guests.

 Japanese guests love being served from start to finish by one or two staff members.
Because of the fear that new employees will not understand what they have said/requested
to the previous employee.

 When cleaning dishes, absolutely do not clean in front of guests and do not make noise,
this is taboo for Japanese guests.

 Japanese guests are also very careful in eating so restaurant staff need to keep in mind the
principles of serving Japanese guests to bring satisfaction to guests.

 The hotel should not plant or decorate lotus flowers at the service desk or any other
location such as the front desk, in the living room...because this is a taboo flower of the
Japanese. In addition, the hotel should also avoid purple (painful color) and green
(unlucky color) decoration in Japanese guest rooms as well as in the process of serving
them.

 Japanese tourists often worry that they will not be able to eat local food when traveling. In
tourist advertising, hotels should emphasize that local cuisine is in sync with Japanese
cuisine and that food is healthy, fresh, and representative of your hotel's unique culture.

 The hotel also needs to pay attention to package the specialties beautifully and preserve
them for a long time. This will cause the Japanese to buy a lot to give as gifts (according
to the 'omiyage' culture) to their friends and relatives.
c) For the Hotel Room Apartment:

 The Japanese like orderliness, cleanliness and comfort, so rooms need to be cleaned
thoroughly, ensuring adequate supplies as prescribed.

 Bathing is a form of relaxation for the Japanese. They have a habit of soaking in a hot tub.
If the hotel does not design a Japanese-style bath (ofuro), it is necessary to ensure

adequate hot water. Besides, when there are Japanese guests staying, the hotel should
provide more bath powder (a powdered aromatherapy used for Japanese-style baths).

 Due to the habit of taking baths, the bathroom needs to have a drainage hole next to the
bathtub to prevent water from spilling out of the bathtub. At the same time, the bathroom
should have a spray nozzle design, a hot and cold system and enough water.

 Japanese guests consume a lot of food and drinks at the minibar, especially tourists. They
like to gather in one room and eat and chat all night long. So the hotel needs to prepare.

 Japanese guests are quite limited in their ability to use English, so the menu for room
service should use Japanese language or have descriptive pictures for Japanese guests to
easily visualize and choose.

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 Japanese guests like to watch Japanese TV, so the TV in the room for Japanese guests
should have these channels.

 When traveling, Japanese guests have a habit of carrying a lot of cash, so there must be a
safe in the room to ensure safety.
3. CONCLUSION:
In short, tourism is a sensitive industry, the tourism of Japanese guests is greatly
influenced by the economic and political situation, the advantages and disadvantages of
tourist destinations, needs, their preferences and psychological characteristics. Japanese
people are the world's largest tourists, have high consumption demand, have economic
potential, but they are also very demanding customers. Attracting Japanese tourists
promises to bring great revenue but also poses many challenges to those working in the
tourism industry in general and the hospitality management in particular in Vietnam.
Therefore, we need to strengthen promotion, improve service quality and make efforts to

build sustainable development of Vietnam's tourism.
4. REFERENCES:

 Good Good Report (27/4/2021), Báo cáo nghiên cứu thị trường khách du lịch Nhật Bản,
Goodgood.vn,
/>
 [PDF] Báo cáo tâm lý khách du lịch tìm hiểu tâm lý khách Nhật.
/> 331575.html

 Tâm lý khách du lịch- đặc điểm tâm lý khách quốc tế theo châu lục, Hướng Dẫn Viên Du
Lịch - Đào Tạo Du Lịch,
/> fbclid=IwAR1flB1qFmbEiNsOz6bijl1YRX7YKjTW0TV57ycEgWDxLXcoeHvYnngL3e
M, 20/11/2017.

 Lê Thị Thanh Thảo (2012). Phương hướng và giải pháp khai thác khách Nhật Bản tại
Trung tâm Danatours, Luận văn tốt nghiệp.
/> ban-tai-trung-tam-danatours.htm

 LacVietTravel (21/7/2015), Xu hướng du lịch của người Nhật Bản và những cơ hội, thách
thức, giải pháp cho du lịch Việt Nam, slideshare.net,
/> fbclid=IwAR0fyw3V8Re9pPvtayYF2eJfqKqeCQqQ3EB-
hYm2JZHWxEU9qwjvJkCAFBY

 Zing1502 (28/6/2019), Làm thế nào để phục vụ tốt khách Nhật – Trung,
Vieclamkhachsan.net,
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